海南长寿岛养老项目商业计划书Word文档格式.docx
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1.1.1人口老龄化严重...........................................................................................................................4
1.1.2传统居家养老模式受阻................................................................................................................4
1.2、海南候鸟养老的必然性...................................................................................................................5
1.2.1海南人口老龄化..........................................................................................................................5
1.2.2候鸟式养老..................................................................................................................................5
第二章海南养老市场分析...........................................................................................................................6
2.1.养老市场现状.................................................................................................................................6
2.1.1海南未来市场巨大......................................................................................................................6
2.1.2养老观念逐渐改变......................................................................................................................6
2.1.3养老对策制定落实.....................................................................................................................6
2.2海南养老SwoT分析.........................................................................................................................7
2.2.1海南养老优势分析......................................................................................................................7
2.2.2海南养老项目劣势分析.............................................................................................................8
2.2.3可行性分析.................................................................................................................................9
第三章竞争分析...........................................................................................................................................10
3.1行业内竞争性分析...................................................................................................................10
3.1.1养老中心行业分析....................................................................................................................10
3.1.2项目执行....................................................................................................................................10
3.1.3完善养老中心网络....................................................................................................................11
3.2发展模式.......................................................................................................................................11
3.2.1成功经营模式的保障................................................................................................................11
3.2.2专业化的管理能力保障............................................................................................................11
3.2.3差异化的服务能力保障...........................................................................................................11
3.3潜在竞争者分析.......................................................................................................................12
3.3.1国有养老中心的竞争.........................................................................................................12
3.3.2市场其他竞争者.................................................................................................................12
3.4对行业竞争情况的总结..................................................................................................................12
第四章海南中国式养老项目战略分析.......................................................................................................13
4.1营销战略——STP战略..................................................................................................................13
4.1.1市场细分...................................................................................................................................13
4.1.2目标市场选择...........................................................................................................................13
4.1.3海南中国式养老品牌市场定位—“孝意浓情,颐养千年”.............................................14
4.1.4品牌诉求...................................................................................................................................14
4.1.5品牌性格...................................................................................................................................14
4.2品牌经营战略.................................................................................................................................15
4.2.1导入期战略...............................................................................................................................15
4.2.2成长期战略...............................................................................................................................15
4.2.3成熟期战略...............................................................................................................................15
第五章产品设计.........................................................................................................................................16
5.1产品核心价值.................................................................................................................................16
5.2产品体系构建.................................................................................................................................16
5.2.1夕阳红系列产品设计思路.......................................................................................................17
5.2.2银发浪漫系列...........................................................................................................................17
5.2.3合家欢系列...............................................................................................................................17
5.3产品功能模块构建.........................................................................................................................17
5.3.1基本养老功能介绍.................................................................................................................18
5.3.2投资功能...................................................................................................................................18
5.3.3增值功能...................................................................................................................................18
5.4产品组合定制及报价.....................................................................................................................19
第六章营销策略...........................................................................................................................................20
6.1产品策略.........................................................................................................................................20
6.2价格策略.....................................................................................................................................
....20
价格策略是指企业通过对顾客需求的估量和成本分析,选择一种能吸引顾客、.........................20
6.3渠道策略.......................................................................................................................................20
6.3.1广告宣传...................................................................................................................................21
6.3.2旅游宣传片...............................................................................................................................21
6.3.3旅游推荐...................................................................................................................................21
6.3.4网络宣传...................................................................................................................................21
6.4促销策略.........................................................................................................................................21
6.4.1促销计划....................................................................................................................................21
6.4.2促销手段....................................................................................................................................21
6.4.3促销进度安排表.......................................................................................................................22
第七章财务分析...........................................................................................................................................24
7.1财务项目分述.................................................................................................................................24
7.1.1导入期.......................................................................................................................................25
7.1.2成长期.......................................................................................................................................25
7.1.3成熟期.......................................................................................................................................26
7.2基本财务数据分析.........................................................................................................................28
7.2.1投资回报率...............................................................................................................................28
7.2.2销售净利率..........................